Over the decades, we have watched in both admiration and bewilderment as different trends have had their turn transforming the fashion world. White is the new black. Fluoro is the new black. Black is the new black. Yet now it seems ‘green’ is the new black, as more and more designers in the fashion industry are focusing on creating fashion that is not only aesthetically desirable, but also sustainable.
The move towards a more environmentally responsible fashion industry has been a long time coming. The negative environmental impacts caused by manufacturing fashion has been known for years (such as the detrimental effects pesticides, used during cotton production, have on both flora and fauna), yet until now, only a handful of companies have specialised in producing clothes that are both sustainable and environmentally friendly.
These companies, such as Sydney-based organic cotton company, Maud N Lil, were the pioneers in the now trendy business of environmentally responsible fashion- a concept that with growing popularity has earned it the chic nickname, ‘Eco-fashion’.
Today, as environmentally savvy consumers are increasingly supporting ‘greener’ options, many designers have jumped on the environmental bandwagon and started producing ‘eco-fashion’ lines. And it seems that celebrities are leading the way in supporting the cause. Cate Blanchett has publicly announced that she will only buy organic cotton. British actress Thandie Newton has endorsed buying second hand clothing rather than contributing to the waste and pollution that is caused during clothing production, and Keira Knightly, Gwyneth Paltrow, Madonna and George Clooney have all been spotted wearing environmental fashion statements.
With the increasing popularity of eco-fashion, more and more environmentally aware labels are popping up, marketing themselves as ethical brands whose garments are not only made with recycled or sustainable materials, but are also made using environmentally friendly production processes as well.
Australian fashion label, Mother Maria celebrates the fact that its garments are made in a way that is both ethically and environmentally aware. The designer behind the label, Katie Gannon, incorporates ethical aspects into her designs by using environmentally sustainable fabrics, such as recycled vintage clothing or organic cotton, and ensuring that all production happens under ethical working conditions.
Tierra Ecologia is another Australian-based fashion label that develops its clothing on a sustainable level from organic and recycled materials. In order to reduce the amount of denim off-cuts that end up in landfill, the fashion label collects these off cuts from factories, shreds these back into fibre and then re-spins the fibre into yarn, which is then used to make clothing and accessories for the label.
While the eco-fashion movement is rapidly growing in popularity amongst consumers, the worry expressed by some is that eco-fashion will become another fashion fad that comes and goes. Yet from an environmental perspective, anything that educates people about sustainable living, and encourages consumers to think about the environment before they buy is a very positive thing, whether it’s a fashion fad or not.
Written by Lauren Robertson
